The challenges and opportunities posed by the metaverse to trademark protection
DOI:
10.16928/e20251401001Keywords:
Trademark Metaverse Principle of territoriality Principle of specialty Intellectual propertyAbstract
The aim of this article is to discuss the challenges and opportunities that Metaverse represents for trademark protection. The Metaverse can be understood as a virtual world that promotes interaction between people and between people and companies, through digital avatars. In turn, trademarks generally represent the intellectual property asset most valued by companies. Managing the protection given to trademarks by intellectual property, limited by principles such as territoriality and specialty, emerges as an immense challenge for companies, but it opens up new opportunities for managing the trademark portfolio and image. To achieve this objective, the exploratory and qualitative method used was supported by doctrinal and case law analysis, as well as documentary analysis of surveys intended for Decentraland, the Metaverse manager. The results are expected to strengthen the issue of the protection granted to trademarks by intellectual property, given the emergence of the Metaverse. As conclusions, there are more questions and queries that will be raised as a way to foster debate.
References
ASCENSÃO, J. O. Direito intelectual, exclusivo e liberdade. Revista da ESMAFE, Recife, n. 3, 2002, p. 125-146.
BARBOSA, Andressa. Conheça 10 marcas que já atuam no metaverso. Revista Forbes, 08 jan 2022. Disponível em https://forbes.com.br/forbes-tech/2022/01/exemplos-do-metaverso-marcas-que-atuam-com-propriedade/
BARBOSA, Denis Borges. A territorialidade das marcas e o impacto do Protocolo de Madri. In: Direito Internacional da Propriedade Intelectual. Rio de Janeiro: Editora Lumen Juris, 2008.
BARBOSA, Denis Borges. Uma introdução à propriedade intelectual. Rio de Janeiro: Lumen Juris, 2003.
BRASIL. Lei nº 9.279/96. Disponível em https://www.planalto.gov.br/ccivil_03/leis/l9279.htm. Acesso em 12/03/2024.
CNJ. Conselho Nacional de Justiça. Justiça Federal na Paraíba vai realizar audiências de conciliação no metaverso. 22 jul 2022. Disponível em https://www.cnj.jus.br/justica-federal-na-paraiba-vai-realizar-audiencias-de-conciliacao-no-metaverso/
DECENTRALAND. Resposta ao suporte ao consumidor. Chat online. Rio de Janeiro, outubro/2024.
ECONOMIDES, Nicholas S. The Economics of Trademarks. 78 TRM, 1998, p. 526. Disponível em http://www.stern.nyu.edu/networks/Economides_Economics_of_Trademarks.pdf. Acesso em 14 mar. 2024. DOI: https://doi.org/10.2139/ssrn.61148
ECONOMIDES, Nicholas S. Trademarks. The New Palgrave Dictionary of Economics and the Law (Peter Newman, Ed.), May 1998.
GONÇALVES, L. C. Função distintiva da marca. Coimbra: Almedina, 2009.
GUSMÃO, José Roberto D'Affonseca. Marcas de alto renome, marcas notoriamente conhecidas e usurpação de signos distintivos. Seminário Nacional da Propriedade Intelectual: a nova Lei de Propriedade Industrial no contexto internacional. Anais, 1996.
KOTLER, Philip. Administração de marketing: a edição do novo milênio. São Paulo: Prentice Hall, 2000.
LANDES, William M.; POSNER, Richard A. Trademark Law: An Economic Perspective. The Journal of Law and Economics, v. 30, n. 2, p. 265-309, 1987. DOI: https://doi.org/10.1086/467138
LAPATOURA, I. NFTs, digital worlds and brand protection in fashion: a UK/European Intellectual Property perspective. International Journal of Law in Changing World. Special Issue: NFTs and the Legal Landscape, 2003, p. 141-151.
LEAHY, B.; DELEHANTY, C. Brands in the Metaverse: Opportunities, risks and strategies. In: The Intellectual Property Strategist. LJN Law Journal Newsletters, v. 28, n. 6, march 2022, p. 1-3.
LEITCH, Luke. Glitches, Glamour, and Graphics Cards: Notes From Decentraland's First Metaverse Fashion Week. 29 mar 2022. Disponível em https://www.vogue.com/article/metaverse-fashion-week-decentraland
MCKINSEY&COMPANY. Value creation in the metaverse. June 2022. Disponível em https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/value-creation-in-the-metaverse
MORO, Maitê Cecília Fabbri. Direito de marcas. Abordagem das marcas notórias na Lei 9.279/1996 e nos acordos internacionais. São Paulo: Editora Revista dos Tribunais, 2003.
SANTA ROSA, D. Questões relativas a nomes e domínios na internet. Revista ABPI, n. 34, mai/jun. 1998, p. 28.
SIMONSON, Itamar. The Effect of Survey Method on Likelihood of Confusion Estimates: Conceptual Analysis and Empirical Test. 83 Trademark Rep. 364, 369 (1993).
STEPHENSON, Neal. Snow Crash. Tradução Fábio Fernandes. São Paulo: Ed. Aleph, 2015 [1992].
SWANT, Marty. Ralph Lauren estreia venda de roupas digitais para avatares na internet. Revista Forbes, 08 set 2021. Disponível em https://forbes.com.br/forbeslife/2021/09/ralph-lauren-estreia-venda-de-roupas-digitais-para-avatares-na-internet/
TURBIANI, Renata. Nike lança coleção de tênis digitais para o metaverso; preço chega a R$ 2,8 milhões. Revista Época, 27 abr 2022. Disponível em https://epocanegocios.globo.com/Tecnologia/noticia/2022/04/nike-lanca-colecao-de-tenis-digitais-para-o-metaverso-por-ate-r-28-mi.html
WIPO. World Intellectual Property Organization. Joint Recommendation Concerning Provisions on the Protection of Marks, and Other Industrial Property Rights in Signs, on the Internet, 2001.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors retain copyright in their work and grant the journal the right of first publication. The licence applicable to this article is the one stated on its own page and corresponds to the policy in force on its date of publication.
Authors are permitted to deposit the published version in institutional and subject repositories, provided the original publication in this journal is acknowledged.
PIDCC charges no submission, processing or publication fees.
